摘要

移动互联网大潮的汹涌来袭，加速了社会的更新换代，让人们大踏步的进入了一个全新的社会化商业时代，在这个时代，信息交互变得也来越频繁，人与人之间的交往也变得越来越简单，主要我们手中有一台智能设备，便能随时随地的与周围人分享。移动互联网的发展是为了满足消费者的碎片化和多样化需求。移动短视频利用了群众零散时间，如今已成为当下最流行的社交方式。近年来，短视频迅速发展。如何实现其背后的营销价值？值得调查研究。本文在对抖音营销策略进行分析的基础上，分析了抖音营销策略中存在的问题，并针对对抖音APP营销策略提出了相应的改进措施，以全面改进短视频营销策略。

关键词：抖音APP短视频 , 营销策略，营销传播

Analysis of Douyin APP's Short Video Marketing Strategy

Abstract

The surging tide of the mobile Internet has accelerated the renewal of society, and has made people stride into a new era of socialized business. In this era, information interaction has become more frequent,and the exchanges between people have also become more frequent. It's getting simpler and simpler.We mainly have a smart device in our hands,so we can share it with people around anytime, anywhere. The development of the mobile Internet is to meetthe fragmented and diversified needs of consumers. Mobile short video takes advantage of the scattered time of the masses and has now become the most popular way of socializing. In recent years, short videos have developed rapidly.How to realize the marketing value behind it?It is worth investigating and studying.Based on the analysis of the Douyin marketing strategy,this article analyzes the problems in the Douyin marketing strategy, and proposes corresponding improvement measures for the Douyin APP marketing strategy to comprehensively improve the short video marketing strategy.

 

目 录

第1章 绪论 6

1.1研究背景及意义 6

1.2研究方法及内容 6

第2章 抖音APP发展现状 6

2.1抖音APP发展历程 6

2.2抖音APP短视频平台特征 7

2.2.1 抖音APP短视频发展的优势 9

2.2.2 抖音APP短视频发展的劣势 10

第3章 抖音APP短视频的营销策略 11

3.1 “双星”营销策略 11

3.2内容情感营销策略 11

3.3公关宣传策略 11

第4章 抖音APP短视频营销策略存在的问题 12

4.1 视频内容质量差造成错误的价值导向 12

4.2 视频内容同质化严重缺乏对原创的保护 12

4.3 账号定位不精准 13

4.4 视频内容缺乏管理 13

4.5 缺乏负面疏导 13

第5章 抖音APP短视频的营销策略建议 14

5.1 优化视频内容提升视频质量 14

5.2 注重视频内容创意 14

5.3 细分账号定位精准，增加用户黏性 14

5.4 加强监管设立标准规则 15

5.5加强正能量推行、加强媒介素养 15

结论 16

参考文献 17

谢辞 18